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Repeat the message

 

Disciplines > Advertising > Advertising methods > Repeat the message

Method | Example | Discussion | See also

 

Method

Identify the core message that you want to get across and then repeat it, frequently.

Use slogans that contain the core message and put them as tags onto all your communications. This can range from tags on poster ads to use in spoken words as a closing completion.

Within an advert, you can repeat the same message many times and in different ways.

When you vary the words, make sure the core message is the same each time.

Example

With Sudso, you get brilliant whites.
Mrs Jones -- what do you think?

Since I used Sudso, my whites have become been brilliant white.

So there you go: Like Mrs Jones, your whites can now be brilliant whites.

Discussion

People forget most of what they see and hear. In order for a message to stick, it will have to be repeated a number of times.

There is something of the Obsessive-Compulsive in all of us, whereby we find repetition of familiar things peculiarly comforting. Even though excessive repetition is more irritating for most of us, a familiar advertising jingle or message tells us that the world is still as it was, and so we can feel safe.

See also

Repetition principle

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